Location Blocking Service from a Web Advertiser

ABSTRACT

Location-blocking and identity-blocking services that can be commercially offered by a service promoter, e.g., a cellular service provider or a web advertiser. In the identity-blocking service, the service promoter may disclose the current physical location of a mobile subscriber (i.e., a cellular phone operator) to a third party (e.g., a web advertiser) subscribing to the identity-blocking service. However, the service promoter may not send any identity information for the mobile subscriber to the third party. On the other hand, in the location-blocking service, the service promoter may disclose the mobile subscriber&#39;s identity information to the third party, but not the current physical location of the mobile subscriber. Blocking of the mobile subscriber&#39;s identity or location information may be desirable for privacy reasons, to comply with a government regulation, or to implement a telecommunication service option selected by the mobile subscriber.

CROSS REFERENCE TO RELATED APPLICATIONS

This application is a continuation of U.S. patent application Ser. No.13/297,137, filed Nov. 15, 2011, now U.S. Pat. No. 8,391,847; which is acontinuation of U.S. patent application Ser. No. 12/650,488, filed Dec.30, 2009, now U.S. Pat. No. 8,086,224; which is a continuation of U.S.patent application Ser. No. 11/322,531, filed Dec. 30, 2005, now U.S.Pat. No. 7,664,488; which is a continuation of U.S. patent applicationSer. No. 09/740,373, filed Dec. 19, 2000, now U.S. Pat. No. 7,085,555;the contents of all of which are incorporated by reference herein intheir entirety into this disclosure.

STATEMENT REGARDING FEDERALLY SPONSORED RESEARCH OR DEVELOPMENT

(Not Applicable)

BACKGROUND OF THE INVENTION

1. Field of the Invention

The present invention broadly relates to communication services, andmore particularly, to a telecommunication service that offersinformation about the identity of a mobile subscriber to a third partywithout disclosing the location of the subscriber to the third party.

2. Description of the Related Art

Telephone communication has seen a phenomenal growth since its inceptionbecause of its extreme usefulness in today's world. It is hard, andalmost impossible, to conceive of a world without telephones. Telephoneshave become an integral part of a civilized society. Modern telephonesinclude generic desk-top telephone units, cordless telephones and moreadvanced cellular telephones (or “cell phones”). In contrast to acordless telephone unit, a cellular telephone allows portability in thata cell phone operator can use the cell phone many miles away from homeand the use is supported by a sophisticated telecommunications system.

Because a cell phone imparts mobility to the user while on the phone,quick detection of the location of the cell phone is important in theevent of fraud or when there is a need to locate a 30 cellular telephone(and, hence, its user) that placed a phone call for emergencyassistance, e.g., a “911 call.” It is also desirable to locate the cellphone operator or mobile subscriber (MS) for marketing reasons, e.g.,for targeting location-specific advertisements to the cell phoneoperator upon determining the location of the cell phone operator. Forexample, one or more stores in a shopping complex (e.g., a mall) maywish to inform the cell phone operator about any current promotions oroffers when the cell phone operator is found to be in the vicinity ofthe shopping complex.

In a cellular telephone network operated by a wireless service provider(SP), a mobile switching center (MSC) may serve more than one cell-site.Therefore, to locate a cellular phone within the network, a switchengineer may need to manually visit the MSC location and identify thecell-site within which the cellular phone is operative. Such a processmay not be efficient when there are a large number of cell phoneoperators and in the event of frequent fraudulent or “911” calls.Further, it is also possible that the cell phone operator may swiftlychange cells if the detection of the cell phone location takes more thana few minutes and especially when the cell phone operator is locatednear a cell boundary. In such an event, the earlier cell identificationmay prove wrong and the whole process may be repeated to identify thenew cell site to which the cell phone operator has moved.

It is known to locate a cellular telephone having a predeterminedtelephone number by using time difference of arrival measurements (onsignals transmitted from the specific cell phone) at a multiplicity ofcell-phone based-stations. However, a GPS (Global Positioning System)antenna and a corresponding GPS receiver need to be added to each basestation for use in locating the cell phone in this manner.

It is also known to locate the source of radio transmissions (includingcellular phone transmissions) within a multipath signal environment. Ahand-held sensor unit with a built-in non-directional or omnidirectionalantenna can be used to capture signal transmissions from the source ofradio transmissions to be located. Phase change measurements and othercalculations are performed during processing of the captured signals andthe signal-emitting source (e.g., a cell phone) is then located based onthe outcome of the processing.

Furthermore, the identity of the cell phone operator may already beknown to the wireless service provider serving the cell phone. Forexample, the wireless service provider may request information about theidentity of the mobile subscriber (e.g., name, gender, age, employmentinformation, etc.) when the mobile subscriber signs up to operate thecell phone in the wireless service provider's network. In anotherconfiguration, the identity of the cell phone operator may be availableto an Internet world wide web advertiser with the help of, for example,cookies. The web advertiser may employ cookies to store informationabout and preferences of individual mobile subscribers who accessparticular websites on the Internet using web browser-equipped cellphones. It is known that cookies are digital text files placed in thecell phone's memory by a web server when the cell phone operator visitsa web site served by the web server. Cookies are commonly used to storeregistration data such as the user's (here, the mobile subscriber's)name and address, the user's preferences, and so on. Cookies make itpossible for web servers to personalize information to fit the user'sspecific needs and preferences when the user is visiting a web site onthe Internet.

A wireless service provider may wish to supply a mobile subscriber'slocation information to a third party (e.g., a web advertiser) as partof the service provider's marketing activity. Also, a web advertiser (orany other marketing entity) may send location-specific advertisements toa mobile subscriber upon being informed of the current location of thesubscriber. Because of various reasons (e.g., privacy concerns), it maybe desirable that the wireless service provider not disclose the mobilesubscriber's identity to the third party when sending the subscriber'slocation information to the third party. It may also be desirable thatthe web advertiser not transmit the mobile subscriber's identityinformation when communicating with the mobile subscriber over theInternet.

Alternatively, it may be desirable that the wireless service providerblock the mobile subscriber's location Information while supplying thesubscriber's identity information to a third party. For example, a cellphone operator may wish to receive operator-specific advertisements overthe cell phone from the third party without having the third party knowof the physical location of the operator. Similarly, it may further bedesirable that the web advertiser block any reference to the mobilesubscriber's current physical location when sending anysubscriber-specific advertisements to the mobile subscriber over theInternet. It may also be desirable for any other (i.e., non-Internet)advertiser to not disclose the cell phone operator's current location inor through the messages communicated between the advertiser and the cellphone.

SUMMARY OF THE INVENTION

The present invention contemplates a method of providing anidentity-blocking service, wherein the method comprises obtaining anidentity of a user operating a wireless communication device; obtaininginformation about a location of the user, and transferring theinformation about the location of the user to a third party withoutdisclosing the identity of the user to the third party. A wirelessservice provider (e.g., a cellular telephone service provider) maycommercially offer the identity-blocking service to the user for a fee.The third party may be an advertiser (e.g., a web advertiser) that isdesirous of sending advertisements, messages or data to the wirelesscommunication device (and, hence, to the user of the wireless device).The identity of the user may be obtained from the user when the usersigns up for a communication service that allows the user to operate thewireless communication device in the wireless service provider'stelephone network. In one embodiment, the promoter of theidentity-blocking service may charge a fee to the third party forsupplying information about the location of the user.

The present invention further contemplates a method of sending anadvertisement over a communication network to a user operating awireless communication device, wherein the method comprises receivingfirst information about a location of the user; receiving secondinformation about the identity of the user; searching a databasecontaining a plurality of location-specific advertisements; selectingone of the plurality of location-specific advertisements based on one ormore criteria pre-selected by the user; and sending the one of theplurality of location-specific advertisements to the wirelesscommunication device over the communication network without transmittingthe identity of the user therewith. The communication network may be oneor more of the Internet, the PSTN (public switched telephone network),and a cellular telephone network. A web advertiser may commerciallyoffer such an identity-blocking service to, for example, cellular phoneoperators (i.e., mobile subscribers).

The web advertiser may obtain identity and location information for theuser by paying a fee to an information provider (e.g., a wirelessservice provider). Furthermore, the one of the 30 plurality oflocation-specific advertisements may be sent over the communicationnetwork in the form of a TCP/IP (Transmission Control Protocol/InternetProtocol) message.

The present invention further contemplates a method of providing alocation-blocking service, wherein the method comprises obtainingidentity information for a user operating a wireless communicationdevice; obtaining location information for the user; and transferringthe identity information for the user to a third party withoutdisclosing the location information for the user to the third party. Asmentioned hereinbefore, the third party user may be an advertiser (e.g.,a web advertiser) who is desirous of sending advertisements, messages ordata to the wireless communication device (e.g., a cell phone) and,hence, to the user. A wireless service provider may offer thelocation-blocking service for a fee to the user. The location of theuser may be obtained by monitoring and then analyzing one or moresignals transmitted by the wireless communication device operated by theuser. In one embodiment, the wireless communication device may beconfigured to supply the location information to the wireless serviceprovider.

The present invention further contemplates a method of sending anadvertisement over a communication network to a user operating awireless communication device, wherein the method comprises receivingfirst information about the identity of the user; receiving secondinformation about a location of the user; searching a databasecontaining a plurality of user-specific advertisements; selecting one ofthe plurality of user-specific advertisements based on one or morecriteria pre-selected by the user; and sending the one of the pluralityof user-specific advertisements to the wireless communication deviceover the communication network without transmitting the secondinformation about the location of the user therewith. A web advertisermay commercially offer such a location-blocking service to, for example,cellular operators (i.e., mobile subscribers). The web advertiser maysend the one of the plurality of user-specific advertisements over thecommunication network in the form of a TCP/IP (Transmission ControlProtocol/Internet Protocol) message.

The present invention also contemplates an unblocking option where theuser may access on Internet a website for one or more service promotersto “unblock” disclosure of the user's identity and/or locationinformation. In alternative embodiments, various identity-blocking andlocation-blocking services may “unblock” transmission of respectiveidentity and/or location information when the user (or the mobilesubscriber) dials an emergency phone number (e.g., “911”) or indicates adesire to access an emergency service provider (e.g., a fire station, ahospital, or the police).

Blocking of a user's identity or location information may be desirablefor privacy reasons, to comply with a government regulation, or toimplement a telecommunication service option selected by the user.Information blocks may be implemented in hardware and/or software, andat various places in a communication arrangement. Variousidentity-blocking and location-blocking services require an advertiserto not disclose the user's identity and current location, respectively,in or through the messages communicated between the advertiser and thewireless communication device operated by the user.

BRIEF DESCRIPTION OF THE DRAWINGS

Further advantages of the present invention may be better understood byreferring to the following description taken in conjunction with theaccompanying drawings, in which:

FIG. 1 illustrates interaction between a wireless device, such as a cellphone, and a wireless network to determine the cell phone location whenthe cell phone operator approaches a location;

FIG. 2 shows an arrangement wherein the cell phone operator receivesqueried information or unsolicited advertisements over a combination ofthe wireless network and the Internet from a remote content server;

FIG. 3 is an exemplary block diagram showing circuit blocks constitutinga web browser-equipped cell phone;

FIG. 4 depicts an exemplary flowchart for an identity-blocking serviceprovided by a cellular service provider;

FIG. 5 shows an exemplary flowchart for an identity-blocking serviceprovided by an Internet or web advertiser;

FIG. 6 is an exemplary flowchart for a location-blocking serviceprovided by a cellular service provider; and

FIG. 7 illustrates an exemplary flowchart for a location-blockingservice provided by an internet or web advertiser.

DETAILED DESCRIPTION OF PREFERRED EMBODIMENTS

FIG. 1 illustrates interaction between a wireless device, such as a cellphone 10, and a wireless network (or a cellular telephone network) 12 todetermine the cell phone location when the cell phone operatorapproaches a location 14. The location 14 may be, for example, ashopping mall. It is to be understood that the cell phone 10 is poweredon and is being carried by a cell phone operator or mobile subscriber(MS) approaching the location 14. It is also noted that the arrangementshown in FIG. 1 is for illustrative purpose only. In practice, the cellphone operator may visit a number of different locations (including, butnot limited to, the location 14) carrying the cell phone 10. Thelocation of the cell phone 10 may then be tracked at appropriate cellsites (not shown) in the wireless network 12 that the cell phoneoperator visits.

As discussed in more detail hereinbelow with reference to FIG. 3, thecell phone 10 may include a display screen 28, a keyboard 30, amicrophone 34 and an RF (radio frequency) antenna 66. Additional circuitblocks constituting the cell phone 10 are shown in FIG. 3.

The location of the cell phone 10 may be determined periodically (i.e.,at predetermined time intervals, e.g., every 30 seconds) by the wirelessservice provider or the cellular service provider (SP) 16. Through thearrangement shown in FIG. 1, the SP 16 may transmit user-specific orlocation-specific voice and/or data advertisements to the cell phone 10as discussed hereinbelow with reference to FIG. 4. For cell phonelocation determination, the SP may employ one or more of the methodsdiscussed in U.S. Pat. No. 5,512,908 (“the '908 patent”) (issued Apr.30, 1996) and in U.S. Pat. No. 5,625,364 (“the '364 patent) (issued onApr. 29, 1997), both of which are incorporated herein by reference intheir entireties.

In the '908 patent, a cellular telephone having a predeterminedtelephone number is located by using time difference of arrivalmeasurements (on signals transmitted from the specific cell phone) at amultiplicity of cell-phone base-stations. The '364 patent discusseslocating the source of radio transmissions (including cellular phonetransmissions) within a multipath signal environment. In the '364patent, a hand-held sensor unit with a built-in non-directional oromnidirectional antenna is used to capture signal transmissions from thesource of radio transmissions to be located. Phase change measurementsand other calculations are performed during processing of the capturedsignals and the signal-emitting source (e.g., a cell phone) is thenlocated based on the outcome of the processing.

Alternatively, the location determination may be made, for example, whenthe cell phone registers with a particular cell site in the serviceprovider's cellular network. The location data may be updated when themobile subscriber is roaming as is known in the art.

The subscriber (carrying the cell phone 10) may, for example, park thesubscriber's vehicle near the location 14 and may approach the location14 on foot. In that case, an interpretation of the location data fromthe periodic location determination may imply that the subscriber hasdecided to visit the location 14. A third party advertiser (e.g., a webadvertiser as discussed hereinbelow or a store in a shopping mall) orthe service provider 16 itself may thus appropriately targetadvertisements to the cell phone 10 based on such indication of a stablelocation.

Alternatively, the MS may just drive around the location 14 and may notintend to park the car and visit the location 14. In that event, aninterpretation of the periodic location data may imply that the cellphone 10 (and, hence, the mobile subscriber) is in continuous motionnear or around a specific location (e.g., a mall) and the cell phoneoperator may not visit the location 14 at all. It may therefore bedesirable for the third party advertiser or the service provider 16 notto send advertisements related to the location 14 because of the highprobability that the cell phone operator may not visit the location 14.

FIG. 1 illustrates that the cell phone 10 is in wireless communicationwith the wireless network 12 using, for example, radio channels forvoice and/or data communication. It is noted that the term “wirelessnetwork”, as used herein, is contemplated to include analog or digitalcellular mobile networks irrespective of the underlying transmissiontechnology, e.g., CDMA (code division multiple access), TDMA (timedivision multiple access), etc., and any other radio network thatemploys intersystem messaging (e.g., the IS-41 based messaging scheme)as part of mobile wireless communication. The wireless network 12 mayinclude a combination of one or more of, for example, an analog wirelessnetwork (e.g., the AMPS (Advanced Mobile Phone System) network), adigital wireless network including cellular networks (e.g., TDMA orCDMA-based wireless networks), a wireless LAN (Local Area Network) and aWLL (Wireless Local Loop) configuration. A portion of the wirelesscarrier network 12 may include one or more microwave links forsatellite-based communication.

Furthermore, the SP 16 is shown as being part of the wireless network 12because it is well known in the art that the wireless service provider16 may operate in one or more of the cell sites (not shown) in thewireless network 12. In fact, the SP 16 may operate in almost all cellsites within the wireless network 12 (e.g., in the case of a nationalservice provider) or, alternatively, the SP 16 may have operationswithin a select group of cell sites within the network 12 (e.g., in thecase of a regional service provider).

In addition to the determination of the MS's location, the serviceprovider 16 may also ascertain the identity of the mobile subscriberthrough, for example, the cell phone data (e.g., the mobileidentification number or MIN) received by the SP 16 (e.g., through amobile switching center operated by the SP 16) when the SP 16authenticates the cell phone 10 as part of the cell phone registrationprocess as is known in the art. The identity of the mobile subscriber(e.g., the subscriber's name, address, contact phone number, employmentstatus, etc.), along with the associated MIN, may already have beenpreviously stored in a database (e.g., the subscriber's home locationregister or HLR) maintained by the SP 16. Alternatively, the mobilesubscriber identity information may temporarily reside in a visitorlocation register (VLR) associated with the serving MSC (mobileswitching center) for a roaming MS. Such identity information may beobtained by the SP 16, for example, when (the MS initially signs up forthe cellular service offered by the SP 16.

In the discussion given hereinabove, the mobile subscriber's locationand identity information may be considered to reside “in the network” asopposed to “in the cell phone.” In the latter situation, a GPS (globalpositioning system) receiver-equipped cell phone (discussed hereinbelowwith reference to FIG. 3) may monitor and record/update the cell phonelocation in a memory unit inside the cell phone 10. The user of the cellphone 10 may decide whether to release the stored location informationto, for example, a web advertiser. If the user decides to block theuser's current location information as part of the user's query to a webadvertiser for certain information (as discussed hereinbelow withreference to FIG. 2), the web advertiser may “know” the identity of theuser requesting information, but may not know where the user is located.Such an action may be necessary, for example, when the user wants toreceive general information from the web advertiser on a topic of theuser's choice, but without receiving location-specific advertisements.

FIG. 2 shows an arrangement wherein the cell phone operator receivesqueried information or unsolicited advertisements over a combination ofthe wireless network 12 and the Internet 18 from a remote content server20. The content server 20 is shown connected to the Internet 18 and mayinclude a database 22 that stores varied information (e.g., news,weather information, shopping information, map directions, etc.). Thedatabase 22 may be physically located within the sever computer 20 or,alternatively, the database 22 may be located away from the server 20.In the latter case, the server 20 may query the remote database 22 forthe requisite information. In one embodiment, some or all of theinformation in the database 22 may be in a digital audio file format soas to allow the cell phone operator to listen to the information contentover the speaker 32 (FIG. 3). The data in audio file format may includefile extensions such as, for example, “.WAV” (wave file), “.AIFF” (AudioInterchange File Format), “.AU”(audio file), etc. Alternatively, aportion of the information in the database 22 may be in a digital textfile format, e.g., in the HTML (Hyper Text Markup Language) format, inthe ASCII (American Standard Code for Information Interchange) format,etc. The digital text files may be sent over the Internet 18 to the webbrowser residing in the cell phone 10 so as to display theuser-requested information on the display screen 28 for the cell phone10.

As illustrated in FIG. 2, the cell phone operator may access theInternet 18 to request information from the content server 20. The cellphone 10 may include a web browser (e.g., the web browser module 48 inFIG. 3) to access the Internet 18 via the wireless network 12. Theinformation request may be sent (by the web browser 48) as a querymessage to the remote content server 20. The content server 20 may, inturn, forward the query to the database 22 to search and access therequested information. Upon retrieving pertinent information, thecontent server 20 may send the information to the cell phone 10 (i.e.,to the web browser in the cell phone 10) via a response message over theInternet 18 as illustrated in FIG. 2. The query and response messagesmay include TCP/IP (Transmission Control Protocol/Internet Protocol)data packets for propagation over the Internet 18.

A WAP (Wireless Application Protocol) proxy/server 24 is also shown aspart of the data transfer arrangement in FIG. 2. The WAP proxy/server 24may facilitate access to the Internet 18 using the cell phone 10. TheWAP proxy/server 24 translates WAP requests/queries transmitted by theweb browser module 48 (FIG. 3) into WWW (World Wide Web) or Internetrequests supported by the content server 20. The data packets (includinginformation queries sent to the content server 20) generated or receivedby the web browser module 48 (using the WDP layer 50) may be in aWAP-supported format, e.g., the WML (Wireless Markup Language) format.The WAP proxy/server 24 receives the WAP requests sent by the webbrowser module 48 in the form of WDP (Wireless Datagram Protocol)datagrams adapted to be transmitted over the underlying physical carriernetworks, e.g., the PSTN (Public Switched Telephone Network) (notshown), the Internet 18, etc. The WAP proxy/server 24 then sendsappropriate WWW requests, e.g., in the HTML format, to the contentserver 20.

It is noted that the term “Internet”, as used herein, may be construedto include portions of traditional wireline telephone networks, e.g.,the POTS (plain old telephone system) or the PSTN. Additionally, othernetworks, e.g., a LAN (local area network), a WAN (wide area network),etc., may also form part of the Internet 18, as is known in the art, topropagate the query and response messages between the cell phone 10 andthe content server 20.

The content server 20 may provide the requested data or information in aspecific format, e.g., in the HTML format, in the WML format, etc.,depending on its design and implementation. If the content server 20provides information in WAP content (e.g., in the WML format), then theWAP proxy/server 24 may retrieve the information directly from thecontent server 20 via the Internet 18 and forward the retrievedinformation to the web browser module 48 (FIG. 3). However, if thecontent server 20 provides information in WWW content (e.g., in the HTMLformat), then a filter may be used to translate the WWW content into WAPcontent. For example, an HTML filter (not shown) placed between the WAPproxy/server 24 and the content server 20 may translate information ordata received in the HTML format into that in the WML format. The WAPproxy/server 24 may receive this translated data from the HTML filterand deliver it to the web browser module 48 via the Internet 18.

In one embodiment, the WAP proxy/server 24 may itself contain the dataand information requested by the web browser module 48 (FIG. 3). In thatembodiment, instead of the content server 20, the WAP proxy/server 24may itself provide the requisite data and information to the web browsermodule 48. Thus, the WAP proxy/server 24 may not access another contentserver, e.g., the content server 20, and may, instead, directly supplythe requested information in a WAP-supported format, e.g., the WMLformat, to the web browser module 48 via the Internet 18. In thisconfiguration, the WAP proxy/server 24 may function as an origin orgateway server (instead of a proxy) that responds to requests from theWAP client, i.e., the web browser module 48, directly.

Instead of the WAP browser discussed hereinbelow with reference to FIG.3, the web browser module 48 may include an HTML browser (not shown). Ina data transfer arrangement with the HTML browser, the WAP proxy/server24 and the HTML filter (not shown) may not be necessary. Further, thecontent server 20 may be configured to transfer data in the HTML formatso as to be compatible with the data formal supported by the HTMLbrowser in the web browser module 48. All other components in the datatransfer arrangement may remain the same as that illustrated in FIG. 2.Thus, in view of the foregoing discussion of remote data transfer with aWAP browser, additional discussion of data transfer using an HTMLbrowser is omitted to prevent repetition.

It is noted that one or more of the WAP proxy/server 24, the contentserver 20 and the database 22 (if separate from the content server 20)may be owned or operated by the cellular service provider 16.Alternatively, an independent third party (e.g., a web banneradvertiser) may own or operate these servers to store and providevarious information to users or subscribers.

In one embodiment, the cell phone operator may send a query over theInternet 18 to the content server 20 by first accessing (with the helpof the cell phone 10) the web page for the content server 20 andentering the query therein. As part of the query, the cell phoneoperator may supply the operator's current physical location to thecontent server 20. However, the operator may not supply the operator'sidentity to the content server 20. In other words, the content server 20may “know” where the operator is, but not who the operator is. Forexample, the cell phone operator may access the content server's 20 website from a location on a highway to request information about nearbyattractions, locations of food establishments, directions for furthertravel, etc. The cell phone operator may not specify his/her identity orpersonal choices (e.g., food preferences) to the content server 20.Thus, the content server 20 may not supply user-specific information tothe cell phone operator. Instead, the cell phone operator may receivegeneral location-specific information from the content server 20.

FIG. 3 is an exemplary block diagram showing circuit blocks constitutinga web browser-equipped cell phone, e.g., the cell phone 10. The cellphone 10 includes a display screen (or “display”) 28, a keypad orkeyboard 30, a speaker 32 and a microphone 34. The keys or “buttons” onthe keypad 30 may be provided as, for example, push-button keys orcomputer keyboard-type keys or membrane keys or any other suitabledesign configuration. The choice of the type of keys on the keypad 30may thus depend on design and aesthetic considerations including, forexample, the size, the weight and the desired physical contours of thecell phone 10. The display screen 28 may display text or graphicmessages thereon. For example, when the mobile subscriber (MS) browsesthe Internet 18, the display screen 28 may display the content of webpages for the MS to look at. In one embodiment, the display screen 28may be an LCD (liquid crystal display) display. In alternativeembodiments, the display screen may be, for example, a TFT (thin filmtransistor) active matrix display or a touch-sensitive screen.

Additional circuit elements include an audio logic unit 40, a displaylogic unit 42, a keypad interface logic unit 44, a memory or storageunit 46, a web browser module 48 and a network interface unit (NIU) 60.These circuit elements are shown coupled to a processing and controlunit (PCU) 52 that manages and controls various operations performed bythese circuit elements. The NIU 60 may include a wireless modem 62, anRF (radio frequency) transceiver unit 64 and an RF antenna unit 66 so asto enable the web browser module 48 to transmit and receive digitalinformation over the Internet 18 as discussed hereinbelow.

The audio logic unit 40 may be connected to the microphone 34 and thespeaker 32. The speaker 32 may be activated by the audio logic unit 40when, for example, the PCU 52 informs the audio logic unit 40 that theMS has initiated a telephone conversation. Voice messages may first bereceived by the PCU 52 (via the NIU 60) and the PCU 52 may transmitthese signals to the audio logic unit 40 to be sent to the speaker 32for generating audible sound. Alternatively, any digital audio files(e.g., from the content server 20) received by the cell phone 10 (usingthe NIU 60) over the Internet 18 may first be sent to the web browsermodule 48 to retrieve the audio file data therefrom. The browser module48 may then send the audio data to the PCU 52, which, in turn, forwardsthe audio data to the audio logic unit 40 and eventually to the speaker32 for audible playback.

The user of the cell phone 10 may speak into the microphone 34 totransmit the user's voice during, for example, a telephone conversation.The audio logic unit 40 receives the electrical audio signals from themicrophone 34 and sends them to the PCU 52, which, in conjunction withthe NIU 60 transmits the user's voice to the wireless network 12. In oneembodiment, the PCU 52 may generate digital audio files from the analogaudio signals received from the microphone 34. The browser module 48 maysend TCP/IP messages over the Internet 18 containing these digital audiofiles so as to allow the MS to carry out voice communication over theInternet 18. The digital audio file formats may include tile extensionssuch as, for example, “.WAV” (wave file), “.AIFF” (Audio InterchangeFile Format), “.AU” (audio file), etc.

The display logic unit 42 monitors and manages display functionality forthe cell phone 10. The PCU 52 may generate proper commands and signalsfor the display logic unit 42, which, in turn, may control the displayof visual information on the display screen 28. The display screen 28may display various information such as, for example, an e-mail messagereceived over the Internet 18, any data entered via the keypad 30 or anintimation of which action is being performed by the cell phone 10. Forexample, a message such as “ACCESSING THE INTERNET” may also be sent tothe display logic unit 42 (to be displayed on the display screen 28) bythe PCU 52 once the PCU 52 receives an indication from the web browsermodule 48 that Internet access is in progress. Other messages may alsobe conveniently displayed on the screen 28. For example, as soon as theuser presses a key on the keypad 30, the corresponding digit, symbol orcommand may be displayed on the display screen 28 by the display logicunit 42.

The keypad interface logic 44 is coupled to the keyboard 30 and receivessignals sent from the keyboard 30 when the user presses one or more keysthereon. The user may enter data such as, for example, a telephonenumber, a web address (e.g., the web address of the content server 20),an e-mail message, etc., using various keys on the keypad 30. The webbrowser module 48 may need a portion of such data to determine how toaccess the content server 20 over the Internet 18. Furthermore, the usermay also prefer to enter personal information about the user, e.g., theuser's name, the address of the user's contact location, any knownmedical 20 condition, etc., using keys on the keypad 30 and store thatpersonal information in the memory unit 46.

The keypad interface 44 transmits the signals received from the keyboard30 to the PCU 52 for further processing. The PCU 52 decodes the receivedsignals and accordingly instructs the appropriate circuit elements fornecessary action. For example, when the user enters the user's personalinformation, the keypad interface logic 44 may send all the data to thePCU 52, which may instruct the memory unit 46 to store the received datatherein. The PCU 52 may store the user's personal identificationinformation in the memory 46 using one of a number of digital textformats, e.g., HTML (Hyper Text Markup Language) format, ASCII (AmericanStandard Code for Information Interchange) format, XML (ExtensibleMarkup Language) text file format developed by W3C (World Wide WebConsortium), etc.

In one embodiment, the cell phone 10 may include a text-to-speech (TTS)converter (not shown). The TTS conversion functionality may beimplemented with appropriate software residing in the PCU 52. The TTSconverter may work with an SGML (Standard Generalized Markup Language)format-based TTS markup language. The SGML format may be based on theASCII text format. An example of an SGML-based TTS markup languageincludes the STML (Spoken Text Markup Language) developed by LucentTechnologies of Murray Hill, N.J., USA. In that embodiment, the cellphone 10 may be configured to receive an email or other messages in theSGML format over the Internet 18. The TTS converter may convert thereceived text file (in the SGML format) into an STML file that can beaudibly played back by the audio logic unit 40. The user of the cellphone 10 can thus hear, in a synthesized voice, the content of themessage sent in a digital text format.

The memory or storage unit 46 provides memory for storage of data, suchas the user's personal information as discussed hereinbefore. The datastored locally in the memory unit 46 may be text, audio or video dataand may include a number of digital file formats as describedhereinbefore. For example, data that may be sent over the Internet 18may be in the HTML or the WML (Wireless Markup Language) formats. Thememory unit 46 may be located inside the cell phone 10 or,alternatively, may be supplied as a memory cartridge (not shown) thatmay be attached to the cell phone 10 at an appropriate adapter slot (notshown) provided on the housing for the cell phone 10.

The memory unit 46 may include volatile and/or non-volatile memory, suchas RAM (Random Access Memory), ROM (Read Only Memory), EEPROM(Electrically Erasable Programmable Read Only Memory) or similar memoryunits. A volatile memory may lose the data stored therein if the powerapplied thereto is removed. The personal information about the user (asan audio file or as a text file) may be stored in the non-volatileportion of the memory 46. On the other hand, the content of a web pageaccessed through the web browser 48 may be stored in the volatileportion (or temporary storage) of the memory 46.

The web browser module 48 may include software code or routines which,when executed by the PCU 52, perform web browser functions uponexecution. In one embodiment, the web browser module 48 may beimplemented using a combination of software and hardware elements. Theweb browser software may include, for example, an HTML browser or a WAP(Wireless Application Protocol) browser because of the small size andportable nature of the cell phone 10 and because of the smaller display28 and limited memory space (in the memory unit 46) available for thecell phone 10. The HTML browser may “read” information received orstored in the HTML format, whereas the WAP browser may be able to “read”information having WAP content (e.g., information in the WML (WirelessMark-up Language) format). In the embodiment illustrated in FIG. 3, theweb browser module 48 includes a WAP browser that wirelessly connectsthe cell phone 10 to the Internet 18.

The web browser 48 may be activated using one or more keys on the keypad30 and may be used for surfing the world wide web portion of theInternet. The web browser module 48 interacts with the PCU 52 to executenecessary software routines for Internet access. The software routines,upon execution, activate the wireless modem 62 in the NIU 60 toaccomplish dialed Internet access via the wireless network 12. In oneembodiment, the web browser module 48 (including its hardware and/orsoftware elements) may be a part of the PCU 52 and the PCU 52 maydirectly perform web browsing or information delivery over the Internet18.

Inclusion of the web browser 48 within the cell phone 10 may result in astandardized information interface for the cell phone 10 because itdispenses with the need to have a proprietary format for informationtransmission, storage and display. The messages to and from the cellphone 10 need not have to be in a proprietary format, but, instead, maybe in a generally available text format, e.g., the HTML format or theWML format. This allows for ease of Internet communication with the cellphone 10 because of the use of TCP/IP data packets over the Internet 18for information exchange.

As noted hereinbefore, the web browser module 48 includes the WAPbrowser software represented as a WAP stack 49. The WAP architectureprovides a scaleable and extensible environment for applicationdevelopment for mobile communication devices such as, for example, thecell phone 10. The WAP protocol is designed in the form of a layeredarchitecture wherein each of the layers is accessible by the layersabove, as well as by other services and applications running on the WAPplatform. The WAP stack 49 has the application layer (not shown) at itstop, which is successively followed by the session layer (not shown),the transaction layer (not shown), the security layer (not shown) andthe transport layer, which is referred to as a WDP (Wireless DatagramProtocol) and Adaptation layer 50 in FIG. 3 (and interchangeablyreferred to hereinbelow as “the WDP layer” or “the adaptation layer” forthe sake of clarity).

The WDP layer 50 is the lowest layer in the WAP stack that is in directcontact with a physical network carrying the WAP data. The WDP layer 50operates above the data-capable bearer services supported by variousphysical networks. A bearer service is a data transport mechanism thatcarries the WDP protocols between two devices. Some examples of bearerservices include, for example, SMS (Short Message Service), circuitswitched data and packetized data. Examples of some physical networksthat carry the bearer data include a GSM (Global System for MobileCommunications) or another TDMA-based (Time Division Multiple Access)wireless network, a wireline network (e.g., the PSTN or the Internet),etc. The WDP protocol can be mapped onto different bearers, withdifferent characteristics. The adaptation layer 50 is the layer of theWDP protocol that maps the WDP protocol functions directly onto aspecific bearer. Thus, operationally, the WDP layer 50 providesconvergence between a given bearer service and the rest of the WAP stack49. The content of the adaptation layer 50 may be different for eachbearer depending on, for example, specific capabilities andcharacteristics of that bearer service.

In the embodiment of FIG. 3, the WDP and adaptation layer 50 in the WAPstack 49 may map WDP protocol functions onto the packetized data (i.e.,the bearer service) supported by the wireless network 12 to facilitatecommunication between the web browser module 48 and the remote source ofdata (i.e., the content server 20). The WDP layer 50 may thus adapt thedatagrams transmitted and received thereby to conform to the datatransmission protocol specified by the physical data carrier network,i.e., the wireless network 12. As noted hereinbefore, the WAP browser inthe web browser module 48 may communicate with the remotely-locatedsource of data (e.g., the content server 20) using a WAP-supported dataformat, e.g., the WML format. For bearer services supporting IP(Internet Protocol), the WDP protocol may be UDP (User DatagramProtocol) that provides port-based addressing (e.g., source port,destination port, etc.) which may be combined with the segmentation andreassembly features of IP-based routing to implement a connectionlessdatagram service between two devices.

The PCU 52 manages and controls various operations performed bydifferent circuit elements connected thereto. The PCU 52 functions as acentralized location to send and receive various commands andinformation. For example, the PCU 52 may receive a signal from thekeypad interface logic 44 when the MS wishes to access the Internet 18.In response, the PCU 52 may execute the web browser software in thebrowser module 48 to initiate an Internet connection. The PCU 52 mayreceive content of a web page or an e-mail over the Internet 18 and may,in turn, instruct the display logic 42 to display the received web pageor e-mail on the display screen 28. Alternatively, the PCU 52 mayinstruct the TTS converter (not shown) to audibly “play” a message textusing the audio logic unit 40 and the speaker 32 as describedhereinbefore. During web browsing, the PCU 52 may also execute audio andvideo data files received from the Internet 18 using the web browsermodule 48 and send appropriate audio and video signals to the audiologic unit 40 and the display logic unit 42 respectively.

The cell phone 10 may include some additional optional circuit elementssuch as, for example, a user location identifier 54 including a GPS(Global Positioning System) receiver 56 and a GPS receiver antenna 58.The GPS receiver antenna 58 may be provided on the: cell phone 10 tocontinuously receive location signals from geo-stationary satellites andtransfer those signals to the GPS receiver 56 to identify the currentlocation of the cell phone 10 and, hence, the location of the usercarrying the cell phone 10. Instead of a built-in location identifier54, the cell phone 10 may be provided with a port (not shown) to receivean external location identifier (with or without the receiver antenna58) that may be attached to the port when needed. The GPS locationidentifier 54 may perform better in an outdoor environment, e.g., whenthe user is on the road. In one embodiment, the user location identifier54 may supply the PCU 52 with the requisite location information and thePCU 52, with the help of the web browser module 48 and the networkinterface unit 60 (described hereinbelow), may send the user locationinformation over the Internet 18 to the content server 20.Alternatively, the PCU 52 may send the MS's location information to thecellular service provider 16 via the wireless network 12.

The network interface unit 60 provides an electrical interface forsignals travelling between various circuit elements inside the cellphone 10 and a wireless carrier network, e.g., the wireless network 12in FIG. 3. Data communication signals (including the TCP/IP messages)transmitted and/or received by the web browser module 48 may passthrough the NIU 60 prior to reaching their appropriate destinations. TheNIU 60 may provide signal amplification in, for example, a noisy signalenvironment.

The network interface unit 60 employs wireless devices to transfer dataand information from the cell phone 10 over the Internet 18. An antenna,e.g., an RF (radio frequency) antenna 66, may be provided on the cellphone 10 to allow wireless data communication. Data communication may beaccomplished via a wireless modem 62 using the wireless network 12. Whenthe wireless network 12 is a cellular network (e.g., a TDMA-basedwireless network or a CDMA-based wireless network), the wireless modem62 may be capable of data transfer using the message format supported bythe given cellular network.

The web browser module 48 in the cell phone 10 way be configured totransfer data over the wireless network 12 and, hence, the web browsermodule 48 may be connected to the NIU 60. The web browser module 48 inFIG. 3 includes WAP browser, as described hereinbefore. However, a webbrowser module 48 with an HTML browser may be similarly configured toperform data transmission and reception operations using wirelessdevices. The cell phone 10 may also include a web browser module 48 withbrowser software that supports a content format that is different fromHTML or WML such as, for example, the JavaScript scripting language. Acell phone may be conveniently designed to include such a web browsermodule for data communication.

The RF transceiver unit 64 sends RF signals to the RF antenna 66 fortransmission to the wireless network 12 and receives RF signals from theRF antenna 66 and forwards them to the wireless modem 62 for furtherprocessing. The RF antenna 66 provides the necessary signaling interfacebetween the wireless network 12 and the web browser module 48 that needsto access the wireless network 12.

The wireless modem 62 may perform necessary data encoding for the datareceived from the WAP browser in the web browser module 48 to preparethe data (e.g., a query message) to be sent to the wireless network 12and eventually to the content server 20 over the Internet 18. Acorresponding decoding may be performed by the wireless modem 62 uponreceipt of data (e.g., a response message from the content server 20)from the RF transceiver unit 64 prior to sending the decoded data to theWAP browser (in the web browser module 48) for further processing. TheRF transceiver unit 64 modulates data received from the wireless modem62 to be transmitted over an RF transmission channel linking the cellphone 10 with the wireless network 12. This modulated data is thenwirelessly transmitted to the wireless network 12 (and, hence, to theInternet 18) by the RF antenna unit 66. Upon reception of any data orinformation from the wireless network 12 (e.g., an email messagereceived over the Internet 18), the RF antenna unit 66 forwards theRF-modulated data to the RF transceiver unit 64, which demodulates thedata and sends it to the wireless modem 62 for further processing andtransfer to the WAP browser in the web browser module 48.

FIG. 4 depicts an exemplary flowchart for an identity-blocking serviceprovided by a cellular service provider (e.g., the service provider 16in FIGS. 1 and 2). Initially, at block 70, the cellular service provider16 may periodically receive (or track) the location information for thecell phone 10 using one of the methods mentioned hereinbefore. Here, thelocation information can be considered to be “in the network.”Alternatively, the location information may be “in the cell phone” asdiscussed hereinbefore. For example, a cell phone with a built-inlocation identifier (e.g., the cell phone 10 with the built-in GPSreceiver 56 as shown in FIG. 3) may transmit its location information tothe wireless network 12 (and, hence, to the service provider 16)periodically, for example, every 30 seconds after the cell phone 10 isactivated (or powered up) by the MS. In another embodiment, the MSC(mobile switching center) (not shown) serving the cell phone 10 may beprogrammed to periodically “query” the cell phone 10 to extract currentlocation information therefrom. In both cases, the PCU 52 may beconfigured with appropriate software which, when executed, transmits thecell phone location information via the NIU 60 to the MSC (not shown)operated by the service provider 16.

The service provider 16 may also receive the MS's identity information(e.g., name, address, services subscribed to, etc.) at block 72 when,for example, the MS first signs up for the cellular services provided bythe SP 16. Alternatively, the MS may store subscriber's identityinformation in the memory unit 46 of the cell phone 10. The browsersoftware in the web browser module 48 may be configured to transmit MS'sstored identity information to the wireless network 12 whenever, forexample, the MS initially accesses the Internet 18. The identityinformation received from the cell phone 10 may be temporarily stored inthe MSC or any other convenient location within the cellular serviceprovider's network

The cellular service provider 16 may offer the cellular phone operator'slocation information to a third party advertiser (e.g., a web banneradvertiser) for a fee, which may be fixed or based on per-delivery (oflocation information). In the identity-blocking service illustrated inFIG. 4, the service provider 16 first determines at block 74 whether anythird party is qualified to receive the MS's location information. Thethird party, as discussed hereinbefore, may be a web advertiser who isdesirous of sending web banner advertisements to the web browser module48 to be displayed on the display screen 28. The contact data (e.g., webaddress, e-mail address, etc.) regarding each qualified third partyreceiver of location information may be stored by the SP 16 inappropriate database maintained thereby. The SP 16 may then transmit (atblock 76) MS's location information to the third party advertiserwithout disclosing the MS's identity to the third party. In other words,the web advertiser operating the content server 20 may only know thelocation of the MS, but may not know the identity of the MS, i.e., whothe MS is. The SP 16 may also charge a fee to the MS for blocking MS'sidentity from being disclosed.

Upon receiving the location information about the MS, the third partyadvertiser may search the database 22 to obtain advertisements forbusiness establishments at or near the MS's current physical location.For example, when the cell phone operator approaches the location 14,e.g., a shopping mall (as shown in FIG. 1), the web advertiser mayselect advertisements for various shops in the mall. Thereafter, atblock 78, the web advertiser may send over the Internet 18 (and via thewireless network 12) location-specific advertisements to the web browser48 in the cell phone 10. The advertisements may be displayed as Internetbanner advertisements on the display screen 28. Alternatively, one ormore of the advertisements may be in a digital audio format and may beheard by the cell phone operator when the digital audio file (e.g., astreaming audio file) carrying the respective advertisement is executedby the PCU 52 and the resulting audio is played through the speaker 32.The web advertiser may continue sending different location-specificadvertisements to the cell phone 10 as long as the cell phone 10 is“connected” to the Internet 18 (i.e., as long as the MS is surfing oraccessing the Internet 18). The web advertiser may discontinue furtheradvertisement transmission once the cell phone 10 is “disconnected” fromthe Internet 18 as indicated by block 80 in FIG. 4.

Protection of unnecessary dissemination of identity information of thecell phone operator may be desirable to prevent misuse or to preserveprivacy of the operator. When the identity information is stored in thecell phone 10, the web browser module 48 or the PCU 52 may be configuredwith appropriate software that gives the cell phone operator an optionwhether to block the transmission of the operator's stored identityinformation to a remote web server (e.g., the content server 20) whenthe cell phone operator queries or accesses the remote server forinformation. In such a case, the mobile subscriber may provide anindication to the SP 16 during or prior to a phone call that theidentity information may not be forwarded over the Internet 18 to thecontent server 20. In one embodiment, the SP 16 may not have mobilesubscriber's identity information pre-stored therewith. Here, the cellphone 10 (through, e.g., the PCU 52) may supply the identity informationto the SP 16 on a per-call basis and instruct the SP 16 to block furthertransmission of the identity information unless indicated otherwise bythe MS.

The SP 16 decides at block 82 whether it wishes to sendlocation-specific messages to the cell phone 10. In one embodiment,there may not be any third party receiver of location information, butthe cellular service provider 16 itself may utilize the received mobilesubscriber's location information to target location-specificadvertisements to the cell phone 10. Alternatively, the SP 16 may alsosend location-specific advertisements or messages to the cell phone 10even when there is a third party advertiser. For example, the contentserver 20 may send textual messages to the cell phone 10, whereas theservice provider 16 (through the corresponding mobile switching center)may send audio messages to the cell phone 10. Both types of messages maybe sent intermittently to the cell phone 10. This is depicted by block84 in FIG. 4. When the SP 16 identifies the cell phone 10 operating inits system, the service provider 10 may target location-specificadvertisements to the cell phone 10 according to a method disclosed inthe U.S. Pat. No. 5,5888,042 (issued on Dec. 24, 1996), which isincorporated herein by reference in its entirety. It is noted that theservice provider 16 may not transmit any location-specificadvertisements or messages to the cell phone 10. In any event, theprocess ends at block 80.

In the discussion given hereinabove with reference to FIG. 4, it isnoted that instead of the service provider 16 initiating transmission oflocation-specific messages to the cell phone 10, the MS may “query” theSP 16 for location-specific information. For example, the MS may send aquery message to a special mobile number assigned by the SP 16. Thequery message may be a textual or a voice message. In case of a voicemessage, appropriate speech recognition software may be provided at thelocation processing the MS's query to identify the content of the MS'srequest. The SP 16 may, in response, send pre-recorded location-specificdata in, for example, synthesized voice messages to the cell phone 10.Alternatively, the query message may contain no data, but theorigination of the query message to the dedicated mobile number mayindicate to the SP 16 that the MS has requested location-basedinformation. The SP 16 may offer such request-response service to mobilesubscribers for additional fees.

FIG. 5 shows an exemplary flowchart for an identity-blocking serviceprovided by an Internet or web advertiser (e.g., the web advertiseroperating the content server 20). In the identity-blocking serviceillustrated in FIG. 5, the web advertiser or any other third partyadvertiser blocks the mobile subscriber's identity information (ifavailable) whenever the advertiser sends any location-specific messageor advertisement to the cell phone 10. As discussed hereinbefore, theterm “web advertiser” may include any third party (i.e., other than thewireless service provider 16) advertiser or message distributor over acommunication network (e.g., the Internet 18) including, for example,the web advertiser operating the content server 20. The message from theweb advertiser may be in a text form or in a digital audio fileformat—both with or without images. Further, the advertisement mayappear on the screen 28 as a web banner advertisement.

At block 86, the web advertiser receives current physical locationinformation of the cell phone 10. The web advertiser may purchase thelocation information from the SP 16 for each web access by the MS.Alternatively, the web advertiser may pay a flat sum of money to receivethe MS's location information during a fixed duration (e.g., sixmonths). In one embodiment, the web advertiser may receive the locationinformation directly from the MS. Here, the MS may transmit the MS'scurrent physical location information to the web advertiser's server(e.g., the content server 20) prior to or along with the query message(as shown in FIG. 2) from the cell phone 10. The web advertiser may alsoreceive the IP (Internet Protocol) address for the cell phone 10 as partof the location information (from the SP 16 or from the MS). The IPaddress may be used to identify the MS as discussed hereinbelow. In analternative embodiment, the web advertiser may even obtain the MS'scurrent physical location information from another web 25 advertiser.

The web advertiser may offer a service that provides location-specificadvertisements, information or messages to the service's subscribers. Inone embodiment, the MS operating the cell phone 10 may subscribe to thisservice, which may require the subscriber to provide its locationinformation to the content server 20 and receive the requestedlocation-specific data in return. For example, the MS may send a message(using the cell phone 10) to the content server 20 informing the server20 of the MS's current location and asking the server to provideinformation about nearby movie theatres and directions thereto.

It is noted that the web advertiser may require each new visitor (e.g.,the MS) to its web site to register and provide basic identityinformation (e.g., name, address, e-mail, etc.) for the visitor.Further, the web advertiser may “capture” the IP (Internet Protocol)address of the visitor's computer (here, the IP address for the cellphone 10) when the visitor initially visits the advertiser's website.The web advertiser may correlate the MS's IP address with the MS'sidentity information and store them in, for example, the database 22.Thereafter, upon receiving the cell phone location information (block86) containing the MS's IP address, the web advertiser determines (atdecision block 88) whether any identity information about the MS (andassociated with the received IP address) is available therewith. Thedetermination may be performed by appropriate software in, for example,the content server 20. The software may receive the IP address from theweb browser module 48 when the cell phone 10 accesses the content server20 over the Internet. Thereafter, the software may search the database22 to identify the MS associated with the received IP address. In oneembodiment, the web advertiser may receive the MS's identity informationand associated IP address for the cell phone 10 from another webadvertiser under, for example, an information-sharing agreement betweenthe web advertisers.

The software in the content server 20 may also determine whether anyadvertisement preferences have been stored for the MS in the database 22(decision block 90). At the time of registering or at any timethereafter, the MS may enter or update the MS's identity profile toinclude one or more preferences. For example, the MS may indicate apreference not to receive any advertisement from an automobile dealereven when the advertisement from the automobile dealership is aqualified location-specific advertisement. In other words, using thepreference option, the MS may instruct the content server 20 to nottransmit any automobile related advertisement even when the automobilemerchant is in the physical vicinity of the MS. Such preferences may bespecified on the web advertiser's website for selection by the user(here, the MS). Alternatively, the content server 20 may provide the MSwith an option to specify a limited number (e.g., five) of preferencesthat the content server 20 may take into account while selecting whichlocation-specific advertisements to be sent to the cell phone 10. In oneembodiment, the web advertiser (through the content server 20) maytransmit a questionnaire to the MS to request input from the MSregarding what type of advertisements or messages the MS would like toreceive from the web advertiser.

In the absence of identity information for the MS or in the absence ofany preferences registered for the MS, the web advertiser may select, atblock 92, location-specific advertisements for the MS based on the cellphone location information received at block 86. In one embodiment, theselection of the location-specific data, messages or advertisements maybe performed by specific software in the content server 20. The softwaremay search the database 22 and compare the received location data withthe location information stored in the database 22 to identify or selectappropriate messages to be sent over the Internet 18 to the cell phone10. When the MS has registered one or more preferences with the webadvertiser, the web advertiser may optionally select location-specificadvertisements based on the MS's preferences as depicted by dotted block94. Thus, the web advertiser may send location-specific advertisementsthat are also user-specific (or, user-preference-based). Alternatively,the web advertiser may send user-specific advertisements (whether basedon user preferences or not) that are also location-specific.

Finally, at block 96, the web advertiser (i.e., the content server 20operated by the web advertiser) may send one or more of the selectedlocation-specific advertisements to the cell phone 10 without sendingany indication of the mobile subscriber's identity therewith. Similarly,the web advertiser may also send user-specific advertisements to thecell phone 10 without sending any indication of MS's identity therewith.In other words, the content server 20 may block any MS identityinformation from further transmission over the Internet 18. Anyinterception of the location-specific advertisement or message sent fromthe content server 20 may serve to identify the present location of thereceiver of the message, but not the identity of the receiver (i.e., whothe receiver is). Protection of identity information of the MS may beuseful when data packets get misdirected or intercepted over theInternet 18. Additionally, assurance of the protection of the MS'sprivate information may allow the MS to frequently access the webadvertiser's website, thereby generating more “hits” (and, hence, moreadvertising revenue) to the website. The web advertiser may even chargea fee to the MS for blocking MS's identity information from furtherdissemination. The identity-blocking process illustrated in FIG. 5terminates at block 98.

As mentioned hereinbefore, the SP 16 may periodically send the MS'slocation information to the web advertiser (i.e., to the content server20). However, in one embodiment, the SP 16 may send an indication (e.g.,a pre-designated digit or code) to the server 20 when the location ofthe MS is continuously changing, i.e., when the MS is in motion ordriving a car. Here, the MS may not intend to stop by at a particularlocation 14 (e.g., a shopping mall) and, therefore, it may not bedesirable for the web advertiser to initiate any location-specificadvertising. However, the web advertiser may still sendlocation-specific advertisements (without MS identity information) tothe cell phone 10 in response to any queries initiated by the MS.

As noted hereinbefore, the MS may be moving from one location to another(e.g., from one shopping mall to another). In one embodiment, thefrequency with which the web advertiser may update or change thelocation-specific advertisements being sent to the cell phone 10 maydepend on the frequency with which the web advertiser receives updatedlocation information from the SP 16 serving the MS. Due to limited radiofrequency bandwidth, the MS location determination by the SP 16 may notbe continuous. Furthermore, the frequency of location determination maydepend on the number of cellular phone operators active within thecellular service provider's network and for whom location determinationhas to be made by the SP 16.

In one embodiment, the identity blocking service provided by thecellular service provider 16 (as illustrated in FIG. 4) or a similarservice provided by the web advertiser (as depicted in FIG. 5) may offeridentity-blocking as a default option. However, the MS may be given anactivation code (e.g., *25) that the MS may transmit from the cell phone10 to remove the identity-blocking option. The SP 16 may even allow theMS to enter the activation code over the Internet 18 by visiting SP'swebsite. Thus, the cellular service provider 16 may receive theactivation code from the cell phone 10 at any time after the cell phone10 is active (or, “turned ON”). Thereafter, the SP 16 may not block theMS's identity information and send the identity information along withthe location information to the third party advertiser. Similarly, theweb advertiser may also receive the activation code from the cell phone10 instructing the content server 20 to release the MS's identityinformation with the location-specific messages. In one embodiment, theuser (here, the MS) may need to enter the activation code on a permessage or per website access basis. In another embodiment, theactivation code may permanently remove the identity blocking optionuntil the user revokes the user's choice.

In alternative embodiments of identity-blocking services by the cellularservice provider 16 (FIG. 4) or by the web advertiser (FIG. 5), theidentity-blocking option may be initially absent or disabled. In otherwords, the SP 16 or the web advertiser may not block MS's identity as adefault service option. Instead, in these embodiments, the MS may begiven a deactivation code (e.g., *34) that the MS may send to the SP 16or the web advertiser to “enable” the identity-blocking option. Thus,after the MS “enables” the identity-blocking option, the SP 16 or theweb advertiser may start blocking the MS's identity information asdiscussed hereinbefore with reference to FIGS. 4 and 5 respectively.

FIG. 6 is an exemplary flowchart for a location-blocking serviceprovided by a cellular service provider (e.g., the service provider 16in FIG. 2). In the location-blocking service, the SP 16 may preventtransmission of the MS's location information to the third partyadvertiser, but may not block the transmission of the MS's identityinformation. Thus, the third party may “know” who is the receiver of theadvertisements, but may not know where that receiver is located. Alocation-blocking option may be desirable for the MS who wants toreceive only a selected group of messages regardless of the MS'slocation (e.g., messages informing the MS of the prices of stocks heldby the MS). Here, the data, messages or advertisements to be sent to theMS may not depend on the MS's physical location.

At block 100, the cellular service provider 16 may receive physicallocation information for the cell phone 10 operated by the MS. Thecellular service provider 16 may receive the location information asdiscussed hereinbefore with reference to block 70 in FIG. 4. Also, theSP 16 may also receive MS's identity information at block 102 in amanner similar to that described hereinbefore with respect to block 72in FIG. 4. Therefore, further discussion for blocks 100 and 102 isomitted for the sake of brevity.

At decision block 104, the SP 16 determines whether the SP 16 hasimplemented the option of blocking the MS's identity (e.g., to complywith a government regulation) or whether the MS has indicated to the SP16 (using, e.g., a pre-assigned code or symbol) to block the MS'sidentity information from being sent to a third party receiver. Thedetermination function at block 104 may be performed by the contentserver 20 or by the MSC (not shown) serving the cell phone 10.Appropriate program code may be executed in the content server 20 or theMSC to make the determination at block 104. The SP 16 may alsodetermine, at block 106, whether any third party advertiser or receiverof identity information has signed up or subscribed to receive the MS'sidentity information. As noted hereinbefore, the third party advertiser(e.g., a web banner advertiser) may pay predetermined fees on a per-userbasis, i.e., for each new user identity information sent by the SP 16.Alternatively, the third party advertiser may pay a fixed amount ofmoney for a given duration (e.g., six months) irrespective of the numberof user whose identity information is received thereby. Further, the SP16 may charge a fee to the MS for blocking MS's location informationfrom further transmission. The process depicted in FIG. 6 terminates atblock 108 in the event that there is no third party receiver of the MS'sidentity information or when the transmission of the MS's identityinformation is blocked (by the MS or by the SP 16 itself).

In the absence of any blocks placed on transmission of the MS's identityinformation and when a third party advertiser is available to receivethe MS's identity information, the SP 16 may send, at block 110, theMS's identity information to the third party advertiser withoutdisclosing to the third party advertiser the current physical locationof the cell phone 10 being operated by the MS, thereby preventing thethird party advertiser from knowing the physical location of the MS. Incase of an arrangement similar to that in FIG. 2, the SP 16 may providethe identity information to a web advertiser (i.e., to the contentserver 20 operated by the web advertiser) as one or more TCP/IP datapackets sent over the Internet 18. Alternatively, the SP 16 may sendMS's identity information to the third party advertiser over a phone(e.g., as a voice mail) when a telephone connection (e.g., a wireline ora wireless telephone connection) exists between the SP 16 and the thirdparty advertiser.

As noted hereinbefore, the MS's identity information may include, amongother things, the MS's name, gender, age, profession, education, mailingaddress, etc. This information may then be used by the third partyadvertiser to select which advertisements or messages are to be sent tothe MS. However, as noted hereinbefore, the MS may request specificinformation (e.g., prices of stocks held by the MS) from the third partyadvertiser and may also instruct the SP 16 10 not to disclose the MS'sphysical location while sending the MS's identity information to thethird party advertiser. Here, the third party advertiser does not needto make any decision as to which advertisements to send to the MS.Instead, the third party advertiser may simply send the requestedinformation from the database 22.

Thus, upon receiving the MS's identity information, the third partyadvertiser (e.g., a web advertiser) may optionally send user-specificadvertisements, messages or data to the cell phone 10 as indicated bythe dotted block 112. The web advertiser may have MS's user profilestored in the database 22 when, for example, the MS initially signed-upfor user-specific message delivery service offered by the webadvertiser. In the absence of a stored user profile, the content server20 may search the database 22 with certain pre-determined criteria(e.g., age, gender, profession, etc.) present in the identityinformation received from the SP 16 to select appropriate advertisementsor messages to be sent to the MS. For the embodiment illustrated in FIG.2, the third party advertiser (here, a web advertiser) may deliveradvertisements or messages to the MS as TCP/IP data packets sent overthe Internet 18. In one embodiment, the third party advertiser may dialthe mobile number for the cell phone 10 and deliver audio messages tothe cell phone 10. The location-blocking service may terminate at block108 as illustrated in FIG. 6.

The third party advertiser may continue delivering user-specificmessages, data or commercial advertisements in the location-blockingservice illustrated in FIG. 6 for a fixed duration (e.g., two minutes).The length of the duration may be predetermined or may vary with usertraffic. Thus, if the number of users the third party advertiser has tocater to increases, the rate at which old advertisements are replacedand new advertisements are sent to the users may decrease. In oneembodiment, the third party advertiser may continue deliveringuser-specific advertisements to the MS until the MS turns off ordeactivates the cell phone 10, or until the cell phone 10 is“disconnected” from the Internet 18.

FIG. 7 illustrates an exemplary flowchart for a location-blockingservice provided by an Internet or web advertiser. The web advertiserreceives MS's identity information at block 114. The web advertiser mayreceive this identity information in one of many ways (e.g., throughpurchase from the SP 16 or from any other web advertiser, or from MSwhen MS initially signsup or subscribes to the location-blocking messagedelivery service from the web advertiser, etc.) discussed in detailhereinbefore with reference to block 88 in FIG. 5. Additional discussiontherefore is omitted for the sake of brevity.

At decision block 116, the web advertiser determines (using, e.g., thecontent server 20) whether any current location information for the MS(i.e., for the cell phone 10 operated by the MS) is available in thedatabase 22. The web advertiser may receive the MS's current physicallocation information in one or many ways (e.g., from the SP 16 on asubscription-basis, from the MS's cell phone 10, from another webadvertiser, etc.) discussed in detail hereinbefore with reference toblock 86 in FIG. 5. Therefore, further discussion for block 116 isomitted for the sake of brevity. Similarly, detailed discussion fordecision block 118 (regarding the web advertiser's determination whetherone or more preferences are stored in the database 22 for the MS) isomitted in view of discussion hereinbefore with reference to block 90 inFIG. 5. However, it is noted that the MS may register location-specificpreferences with the web advertiser. For example, the MS may prefer toreceive advertisements only from boat rental companies when the MS ispresent at or near a beach. Thus, the MS may qualify the MS's userpreferences for specific regions or locations. In this situation (i.e.,when the MS is at or near a beach), the web advertiser may not sendadvertisements from the restaurants on the beach even if the MSgenerally accepts advertisements from restaurants when in otherlocations.

When the cellular phone operator's (i.e., the MS's) location informationis not available with the web advertiser or when no preference for theMS is registered with the web advertiser, the web advertiser may select,at block 120, user-specific (i.e., MS-specific) advertisements based onthe identity information for the MS. Appropriate software in the contentserver 20 may search the database 22 to identify MS-specificadvertisements. The software may use parameters such as, for example,age, employment status, gender, etc., to determine which advertisementsto select from the database 22 for a given user. However, if one or morepreferences for the MS are registered with the web advertiser (in, e.g.,the database 22), then the web advertiser may select (from the database22) MS-specific advertisements, messages or data based on those MSpreferences as depicted by block 122. In one embodiment, thepreference-based message selection may be optional as indicated by thedotted block 122. In other words, the web advertiser may ignore MSpreferences in selecting user-specific advertisements from the database22. A similar discussion for location-specific advertisements based onMS's preferences is given hereinbefore with reference to block 94 inFIG. 5.

At block 124, the web advertiser sends user-specific (i.e., MS-specific)advertisements, messages or data to the cell phone 10 without sendingany indication of the MS's location therewith. The function at block 124is similar to that described hereinbefore with reference to block 96 inFIG. 5, except that in the identity-blocking service depicted in FIG. 5,the identity information for the MS is blocked by the web advertiserinstead of the location information as at block 124 in FIG. 7. Blockingof a cell phone operator's location information may be desirable, forexample, for privacy reasons and for preventing unsolicitedadvertisements or messages from business establishments in the vicinityof the MS's current physical location. The web advertiser may evencharge a fee to the MS for blocking MS's location information fromfurther dissemination. The location-blocking service depicted in FIG. 7terminates at block 126.

It is noted that the discussion given hereinbefore (with reference toFIGS. 4 and 5) about user-controlled activation or deactivation ofidentity-blocking option (using a code or a symbol) may equally apply tothe location-blocking option (i.e., to block or to allow thetransmission of the user's location information) described hereinbeforewith reference to FIGS. 6 and 7. Therefore, further elaboration ofuser-controlled activation or deactivation of location-blocking optionfor FIGS. 6 and 7 is not provided herein.

In one embodiment, blocking of the MS's identity and/or location may beperformed by the WAP proxy/server 24 instead of the SP 16. Here, the WAPserver 24 may be configured with appropriate software that can detectand block relevant information (received from the SP 16 or from the cellphone 10) from being transmitted to the third party advertiser. The SP16 or the cell phone 10 may not block any MS-specific identity orlocation information from further transmission. Instead, the SP 16 maysend an appropriate numerical code, symbol or any other indication toidentify to the WAP server 24 which of the message(s) originating fromthe SP 16 or from the cell phone 10 contains MS's identity and/orlocation information. The WAP server 24 may identify the information tobe blocked and prevent that information from being sent to the thirdparty advertiser (e.g., a web advertiser).

It is noted that various identity-blocking and location-blockingservices described hereinbefore with reference to FIGS. 4-7 may“unblock” transmission of respective identity and/or locationinformation when the MS dials an emergency phone number (e.g., “911”) orindicates a desire to access an emergency service provider (e.g., a firestation, a hospital or the police). For example, the SP 16 may not blockthe MS's identity (e.g., as shown at block 76 in FIG. 4) when the MSdials “911”. Here, the SP 16 may send location as well as identityinformation for the MS to the emergency service provider (e.g., police)as indicated by the dialed digits (i.e., digits “9”, “1”, “1”).Similarly, the WAP server 24 or the web browser module 48 (FIG. 3) maynot block the MS's identity and/or location information when the MSplaces an emergency phone call.

The foregoing describes exemplary embodiments of variouslocation-blocking and identity-blocking services that may becommercially offered by a cellular service provider or by an advertiser(e.g., a web advertiser). In the identity-blocking service, the servicepromoter may disclose the current physical location of a mobilesubscriber (i.e., a cellular phone operator) to a third party (e.g., aweb advertiser) subscribing to identity-blocking service. However, theservice promoter may not send any identity information for the mobilesubscriber to the third party. On the other hand, in thelocation-blocking service, the service promoter may disclose the mobilesubscriber's identity information to the third party, but not thecurrent physical location of the mobile subscriber. Blocking of themobile subscriber's identity or location information may be desirablefor privacy reasons, to comply with a government regulation, or toimplement a telecommunication service option selected by the mobilesubscriber. Information blocks may be implemented in hardware and/orsoftware, and at various places in a communication arrangement. However,in the case of the mobile subscriber requesting emergency help, theservice promoter may not block identity and/or location information.Instead, the service promoter may send all such information to theemergency service provider (e.g., the police or a hospital).

While several embodiments of the invention have been described, itshould be apparent, however, that various modifications, alterations andadaptations to those embodiments may occur to persons skilled in the artwith the attainment of some or all of the advantages of the presentinvention. It is therefore intended to cover all such modifications,alterations and adaptations without departing from the scope and spiritof the present invention as defined by the appended claims.

What is claimed is:
 1. A server, comprising: a memory in communicationwith the server, the memory including logic for enabling the server toperform operations comprising: receiving an identity of a user of adevice in communication with the server over a network, the deviceincluding a processing and control unit (PCU), receiving a location ofthe user, identifying a user-specific preference associated with theuser in a database, the database containing a plurality of user-specificadvertisements, user-specific preferences, and location-specificpreferences, identifying a location-specific preference associated withthe location of the user in the database, selecting a user-specificadvertisement based on the identified user-specific preference and theidentified location-specific preference in the database, receiving anactivation of a location-blocking option, and sending the selecteduser-specific advertisement to the device over a communication networkwithout transmitting the location of the user in the selecteduser-specific advertisement.
 2. The server of claim 1, wherein thedevice further includes a Global Positioning System (GPS) receiver incommunication with the PCU.
 3. The server of claim 2, wherein the PCUreads the location from the GPS receiver and transmits the location tothe server.
 4. The server of claim 1, wherein the PCU transmits theidentity of the user to the server.
 5. The server of claim 1, whereinthe PCU transmits a location-blocking option to the server.
 6. Theserver of claim 5, wherein the PCU receives the selected user-specificadvertisement, and wherein the selected user-specific advertisement doesnot include the location of the user.
 7. The server of claim 1, whereinthe PCU transmits a criterion to the server.
 8. A system, comprising: aserver in communication with a database operating in a network, thedatabase containing a plurality of user-specific advertisements aplurality of user-specific preferences, and a plurality oflocation-specific preferences; and a software code includingcomputer-readable instructions that are executed by the server forperforming operations comprising: receiving an identity of a user of awireless device; receiving a location of the user, selecting auser-specific advertisement based on an identified user specificpreference in the database and an identified location-specificpreference in the database, sending the selected user-specificadvertisement to the wireless device, the wireless device incommunication with the network; wherein the selected user-specificadvertisement is sent without transmitting the location of the user uponreceiving an activation of a location blocking option from the wirelessdevice.
 9. The system of claim 8, wherein the computer-readableinstructions are further executed by the server for performingoperations comprising submitting to the wireless device a message forsoliciting the user for a user-specific advertisement service inexchange for the identity of the user.
 10. The system of claim 8,wherein the computer-readable instructions are further executed by theserver for performing operations comprising extracting the identity ofthe user from a message transmitted by the wireless device.
 11. Thesystem of claim 8, wherein the network is one of a service providernetwork, or the Internet.
 12. The system of claim 8, wherein thecomputer-readable instructions are further executed by the server forperforming operations comprising receiving a criterion from the wirelessdevice of the user.
 13. The system of claim 12, wherein thecomputer-readable instructions are further executed by the server forperforming operations comprising storing the criterion in the database.14. The system of claim 13, wherein the computer-readable instructionsare further executed by the server for performing operations comprisingutilizing the criterion when selecting a user-specific advertisement.15. A method, comprising: using a server including at least oneprocessor for selecting an advertisement from a database including aplurality of user-specific advertisements, the selecting being based ona location of a wireless device operated by a user, a user-specificpreference, and a location-specific preference; and sending theadvertisement to the wireless device; wherein the advertisement is sentwithout transmitting the location of the user upon receiving anactivation of a location blocking option from the wireless device. 16.The method of claim 15, further comprising using the server to send amessage to the wireless device, the message for soliciting the user fora user-specific advertisement service in exchange for the identity ofthe user.
 17. The method of claim 15, wherein the advertisement is sentacross a communications network, the communications network being one ofa service provider network, or the Internet.
 18. The method of claim 15,further comprising receiving a criterion from the wireless deviceoperated by the user.
 19. The method of claim 18, further comprisingstoring the criterion in the database.
 20. The method of claim 19,wherein the selecting is further based on the criterion.